Targeted advertising is a key characteristic of online as well as traditional-media marketing. However, it is very limited in outdoor advertising, that is, performing campaigns by means of billboards in public places. In this work we propose a methodology for performing targeted outdoor advertising by leveraging the use of social media. In particular, we use the Twitter social network to gather information about users' degree of interest in given advertising categories and about the routes that they follow. Given an advertising category, we estimate the most promising areas to be selected for the placement of an ad that can maximize its targeted effectiveness.
2016, Proceedings of the tenth international conference on web and social media. Cologne, Germany, May 17–20, 2016, Pages 527-530 (volume: Tenth International AAAI Conference on Web and Social Media)
Targeted interest-driven advertising in cities using twitter (04b Atto di convegno in volume)
Anagnostopoulos Aristidis, Petroni Fabio, Sorella Mara
Gruppo di ricerca: Algorithms and Data Science